The internet giant claims the data collection service could be an
alternative to paywalls and ads.

When a reader lands on the site they will see a box containing a
question. In answering they are not sharing personal data but are
providing information that Google can sell on to market research
companies.

In a
blog post, which has a sample survey, Google states that
customers have two options: to answer a market research question or
"completing another action specified by the publisher (such as
signing up for an account or purchasing access)".

This provides news outlets with an additional option for collecting
data, one option the Guardian is considering as a way to fund its
journalism.
On Sunday (March 25) Alan Rusbridger, editor of the Guardian,
asked readers what they were prepared to give: time, money or
data.

A number of publishers, such as the the Texas Tribune, the Star
Tribune and Adweek, have added what are being called Google
Consumer Surveys.

Google describes the microsurveys as a "new business-facing product
that makes custom market research easy".

"It enables companies to ask questions ... and get back
quantitative results quickly, accurately and cost-effectively.

"Companies have already been using it to research everything from
online shopping behavior (Lucky Brand Jeans) to gluten-free baking
mixes (King Arthur Flour), and to assess brand awareness (Timbuk2)
and inform product development (479 Popcorn).